The PR Message

Manage your own online PR (personal reputation)

I recently had the privilege of presenting to more than 60 City Year Detroit corps members who’ve made a one-year commitment to mentor students in high-need Detroit public schools. Our discussion focused on managing your own online PR — as in personal reputation.

Flaunt your volunteerism

According to a 2014 social recruiting survey by Jobvite, 65 percent of survey respondents viewed a candidate’s volunteering/donations to charity as a positive. While your “do-good” community activity likely won’t land you a job on its own, it could potentially be a differentiator between you and other candidates.

Know who’s watching you

The same survey found 93 percent of recruiters will review a candidate’s social profile before making a hiring decision, and 55 percent have reconsidered a candidate based on their social profile with 61 percent of those reconsiderations being negative. The highest-ranking responses were illegal drug references and sexual posts. While it may seem obvious, check your Facebook privacy settings if you don’t want recruiters, potential employers or even your current manager and employees to know what you did over the weekend.

You are what you write

Sixty-six percent of the survey respondents reconsidered candidates because of poor spelling and grammar within their social profile. This just goes to show that basic writing and editing skills are a must regardless of your profession. Double and triple check your LinkedIn profile every time you update it. It’s always helpful to have a friend or mentor give it a second set of eyes, as even the best writers make mistakes.

Leverage LinkedIn

Ninety-four percent of recruiters using social media to find top talent rely on LinkedIn. So, make the most of your professional online presence. Don’t just join groups; participate in discussions. When you like something you’ve read, let the author know. There’s no better way to build your network. Also, share what you enjoyed reading with your existing connections. Staying active on LinkedIn will get you noticed.

Build your network — the right way

When I first joined LinkedIn, I made the mistake of accepting virtually every connection request. Now, I boast more than 500 connections, but many are meaningless because there’s really no natural connection between us. When building your network, don’t try to connect with everyone. Also, be genuine and willing to help others you know.

Be mindful of what you post

There are dozens of sad and satirical examples of professionals who’ve purposely and mistakenly shared the wrong thing online that has cost them their job. Unfortunately, an online mistake will likely follow you around a lifetime.

Similarly, be careful of badmouthing brands that have disappointed you. Many individuals use this tactic as a way to bully a company and get what they want. There’s a significant difference between reaching out to a brand for help resolving a problem and picking a public fight. The latter may not earn you the reputation you’re seeking.

I think the following quote by Toronto-based digital marketer Erin Bury sums it best: “Don’t say (or do) anything online that you wouldn’t want plastered on a billboard with your face on it.”